Blaze Fined BRL2.3M Over Brazil Gambling Ads Case

Brazil’s Secretariat of Prizes and Betting (SPA), part of the Ministry of Finance, has imposed a BRL2.3 million administrative fine on betting operator Blaze for allegedly promoting gambling through content aimed at children or featuring minors.

The penalty was reportedly issued on 20 July. Foggo Entertainment Ltda., the company operating Blaze, has 10 days to submit an administrative appeal.

The action forms part of Brazil’s broader effort to strengthen enforcement of gambling advertising rules and ensure operators comply with the country’s betting legislation.

Investigation Centred on Influencer Content

The SPA’s investigation focused on videos produced by digital influencer João Caetano, who has more than 18 million followers across YouTube and Instagram.

Authorities identified 33 videos published between March and July 2025 that they said were directed at children and adolescents or designed to appeal to minors. Brazil’s Betting Law and the Statute of the Child and Adolescent (ECA) prohibit gambling advertising aimed at underage audiences.

Blaze stated that it ended its partnership with the influencer after becoming aware of the alleged breaches during the administrative proceedings.

However, the SPA concluded that the agreement between the company and the influencer included content guidelines and behavioural requirements, indicating that the published material had been produced under the operator’s direction. The regulator also noted that the videos remained publicly accessible for approximately four months, describing this as a failure to properly oversee the company’s advertising activities.

Operator Responds to the Decision

The investigation followed a complaint submitted by Instituto Alana, a Brazilian non-profit organisation focused on protecting children's rights.

In a statement reported by local media, Foggo Entertainment said its operations and commercial partnerships comply with current legislation and that it continuously works to improve its internal controls and compliance processes. The company also reaffirmed its commitment to due legal process.

The case has renewed discussion around responsible gambling governance, particularly the oversight of advertising and marketing campaigns by licensed operators.

Experts Call for Stronger Compliance Controls

Rafael Ávila, founding director of the Association for Player Protection and Support (APAJ) and a former external consultant to Brazil’s Ministry of Health, said the case highlights the need for operators to establish independent Responsible Gambling departments with sufficient authority to identify and prevent regulatory risks.

According to Ávila, dedicated compliance teams with decision-making powers could review advertising before publication, prevent campaigns that breach legal requirements and work alongside senior management to strengthen regulatory compliance.

The administrative penalty also comes while Blaze remains involved in separate legal proceedings in Brazil. In another case, the Court of Justice of the Federal District and Territories (TJDFT) recently ordered the removal of betting advertisements featuring influencer Virginia Fonseca during the 2026 FIFA World Cup after partially granting a request filed by the Public Prosecutor’s Office of the Federal District and Territories (MPDFT).